In the world of marketing acronyms, there are three that stand out: PPC, SEO, and SEM. Since the digital marketplace changes so rapidly, it can be difficult to keep up with new trends, let alone understand which one will work best for your law firm. The approach you choose should be the one that utilizes the way your clients think to bring them the information they are searching for.
Here is a synopsis of three of the acronyms associated with digital marketing:
Pay-Per-Click marketing, can be an easy way to promote your website when the effort to get a first-page, organic position is more of a long-term or challenging goal. PPC uses a formula to assess the cost of an online ad. Advertisers then pay a fee every time a user clicks on that ad – regardless of the outcome of that click. Even if the user clicks and then leaves your website immediately and does not wind up engaging with you, you pay for that click.
The advertiser who is using PPC can enter a bid on specific keywords – “personal injury” for example – and that plays a major role in determining what the per-click cost will be.
The most popular PPC ads appear on Google’s search page, but Video and Display ads are also common and can appear on almost any website. When a business targets a specific segment of the market with a unique offer, product, or service, PPC can be profitable. But keep in mind that with PPC you have less control over the users you attract, and you will pay regardless of the results you see.
Search Engine Optimization, uses a variety of techniques to increase your ranking on search engine listings. Only unpaid, organic, or natural search results fall into this category – but a smart strategy can get your law firm on the first page of search results.
With SEO, you have some control over how you drive traffic to your site. That’s because SEO analyzes user behavior, which allows you to optimize your message to increase the relevancy of your links, and keep them as high on the list as possible. If this is done right, you will place high on the most widely used search engines, which will increase your credibility.
Compared to PPC, SEO is relatively low-cost. At the same time, though, it requires constant attention. Google and other search engines are always updating and changing their algorithms to eliminate scams, maintain neutrality, and more. But it is worth it, because SEO can help to increase your firm’s visibility.
Stands for Search Engine Marketing, is the marketing and technical work that is done to increase your website’s visibility on Google and other search engines. Both PPC and SEO fall under the umbrella term of SEM.
SEM is associated with researching, submitting, and positioning a website within a website. In addition to PPC and SEO, SEM best practices also include using keywords, keyword analysis, building ads and content for local listings and geo-targeted ads.
At Premier Legal Marketing, we know how to get your website ranked at the top of search engines. We can help you to create posts that draw attention to your website and provide frequently updated content that will keep users engaged and build you a loyal following. Best of all, we can help you to build your reputation as an authoritative resource. As a boutique digital marketing firm, Premier Legal Marketing (PLM) offers the very best in personalized service. Call us today at 856-320-2016 or contact us online to learn more about PLM’s internet marketing services for lawyers.